Google Local Service Ads Now Hide Your Phone Number By Default
What happened
Google Local Service Ads (LSAs) are now hiding the tradesperson's phone number by default, replacing it with a "Get phone number" button. The phone number only appears when the user hovers their mouse over the ad. The change was spotted and reported by Search Engine Roundtable on 2 October.
Previously, LSAs displayed the business phone number directly alongside the ad. Now, the initial view shows a button prompt instead — though the number does automatically appear on hover, without requiring a click.
Google has not confirmed whether this is a permanent change, a limited test, or a phased rollout. It's unclear whether the change also applies to mobile, where there is no hover state — meaning mobile users may need to tap the button to reveal the number.
What this means for tradespeople
If you're running Local Service Ads — which many electricians, plumbers, locksmiths, and other home service tradespeople in the UK use — this change adds friction between a potential customer seeing your ad and actually calling you.
Every extra step a customer has to take is a potential drop-off point. A homeowner with a burst pipe who can see the phone number immediately is more likely to call than one who has to hover over a button first. On desktop, the hover behaviour is minor. On mobile, if a tap is required, the impact could be more significant.
This also shifts the value equation for LSAs. If Google is making it harder for customers to call directly from the ad, the emphasis shifts even more towards your Google Business Profile — where your phone number, reviews, and photos are all visible without extra steps.
TapReview is a £9/month tool that helps UK tradespeople get more Google reviews by sending automated review requests via WhatsApp and SMS after every job. A strong review profile on your Business Profile gives customers the confidence to call — whether they found you through an LSA or an organic search result.
What to do about it
Monitor your LSA call volume over the next two weeks. If you notice a drop in calls compared to your usual rate, this change may be reducing your ad effectiveness.
Make sure your Google Business Profile phone number is correct and your profile is fully filled out — more customers may end up on your profile rather than calling directly from the ad.
Keep collecting Google reviews consistently. Whether customers reach you through ads or organic results, your reviews are what convert a browser into a caller.
Source: Search Engine Roundtable